Web Analytics: A Measurement System of Website

Web Analytics: A Measurement System of Website Performance for Optimization Dave Rogers Former Senior Web Analytics Researcher @ PayPal

Who is Dave Rogers? ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: ‘mutt’ idea stolen from Angel Morales; LightsOut Marketing answer: a mutt

Discussion ,[object Object],[object Object],[object Object],[object Object],[object Object]

Balkans & the Internet ,[object Object],[object Object],[object Object],[object Object],-4 -2 0 -3 ? ? The Balkans

Web Site Optimization Ecosystem Source: Web Analytics Demystified (www.webanalyticsdemystified.com) WA Web Analytics VOC Voice of the Consumer TESTING Conversion Optimization CEM Customer Experience Management

Web Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEM SEO WA VOC TESTING CEM

Voice of the Consumer ,[object Object],[object Object],[object Object],WA VOC TESTING CEM

Customer Experience Management ,[object Object],[object Object],WA VOC TESTING CEM

Testing ,[object Object],Typical consumer engagement model from Marketing team perspective: Now, who owns the conversion task? Acquisition Marketing Retention Marketing WA VOC TESTING CEM Acquisition Marketing Conversion Optimization Retention Marketing

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Optimization Discussion

What is MV Testing? … Why? What is average conversion rate?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Website Testing Framework ,[object Object],All Traffic Version A Version B Technology

Website Testing Framework ,[object Object],[object Object],www.books.com www.books.com Version A (Original, Control) Version B (Test)

Website Testing Framework ,[object Object],[object Object],[object Object]

Website Testing Framework ,[object Object],[object Object],[object Object],[object Object]

Website Testing Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],Conversion Rate = # of success events # of ‘starts’ / version

Website Testing Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Website Testing Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Website Testing Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rinse & Repeat !

[object Object],[object Object],[object Object],‘ Small changes often have huge impact ’

8 Elements ,[object Object],Fold Line

8 Elements ,[object Object],[object Object]

8 Elements ,[object Object],[object Object],[object Object]

8 Elements ,[object Object],[object Object],[object Object],[object Object]

8 Elements ,[object Object],[object Object],[object Object],[object Object],[object Object]

8 Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8 Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8 Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results of the Multivariate Test ,[object Object],[object Object],$5.25 M Incremental Annual Revenue The new and improved page performed 4.4% better than the original. (with 99% confidence)

Testing outside of Web Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Targeted! Triggered!

Behavior Targeting & ‘Personas’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Predictive Modeling!

‘ Manufacturing’ Testing Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Testing Opportunities Demographics Psych/Social Web Analytics/ Website Behavior Attitudinal Data ? Customer Support Calls & Outcome Transaction Data (R,F,M) Databases Speaking to One Another

Build Yourself or Find a Partner? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Which pages do I test first?” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Landing Pages? Product Pages? Home Page?

[object Object],[object Object],[object Object],[object Object],Wrap-Up: Key Considerations ‘ Small changes often have huge impact ’

‘ Small changes often have huge impact ’ Asked to many web analytics professionals at the 2008 e-Metrics summit:

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Testing Element: Headlines ‘ Small changes often have huge impact ’

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Testing Element: Offers … but what kind of shipping? ‘ Small changes often have huge impact ’ Free shipping is king!!!

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Testing Element: Call-to-Action ‘ Small changes often have huge impact ’

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Testing Element: Image ‘ Small changes often have huge impact ’

Common Mistake: Clutter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],‘ Small changes often have huge impact ’

Web Analytics Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WEB ANALYTICS BOOKS OPTIMIZATION BOOKS

Q&A David Rogers [email_address] LinkedIn.com/in/DRAnalytics Twitter.com/DRAnalytics

Web Analytics: A Measurement System of Website

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Web Analytics: A Measurement System of Website